But what makes generation Y tick? Fellowship and discovery above all, according to the recently released 2008 Digital Generation Survey, conducted by workplace expert Career Innovation and AIESEC, the international student association.
Starting from the principle that the workplace will have adapt to the methods of tomorrow’s leaders, Career Innovation and AIESEC conducted a major study of what is referred to as “generation Y,” or the “digital generation,” in which 2,277 students from 114 different countries answered various questions on their habits, leisure activities and hopes for the workplace.
The results, released at the beginning of January, reveal the characteristics of the ideal generation Y workplace. Fellowship heads the wish list, followed by discovery (learning), application of ability and altruism. In short, a world that combines fun and work via new technologies and communication methods, which appeal to young people. Not only do they use social networks (e.g. Facebook) regularly, but they are also big consumers of games and virtual worlds; more than half (58%) the students polled had recently played PC or online games, and nearly one quarter (23%) had visited a virtual world for fun. One student in six had also participated in these for learning purposes.
Their favourite brands included Windows Live Messenger for instant messaging, Google Docs to create and share documents, Facebook for networking, Skype for Internet phone calls (VOIP), Blogger for blogging, Nokia for mobile e-mail, Microsoft LiveMeeting for online meetings, and Second Life for virtual worlds.
Combative young men and altruistic young women
The study also highlights potential differences from one country to another. Blogging is more widespread in Asia than elsewhere, but Asian students are also less likely to use social networks; PC/online games are played most in India, and least in Europe; 71% of Latin American students have recently used a video phone link (average 53%), and 56% of Indian students have recently taken part in a multi-person audio conference (average 38%).
Is there nothing but new under the sun? Not really. In line with familiar stereotypes, young men appear more motivated by problem solving, competition and risk taking than their female counterparts, who are more likely to say they are seeking friendship and altruism. . . proving that new technologies and old ideas can happily coexist.